Sabre and THAI Smile distribution agreement

by | Nov 9, 2022 | Airlines, Travel Tech

Sabre and THAI Smile distribution agreement


On 7 November, THAI Smile announced it will be implementing a new distribution deal with Sabre. This is the next step in the THAI Smile growth strategy, enabling the hybrid carrier to enhance its geographic reach and target new leisure and corporate traveller segments.

Celebrating the announcement, Mr Thamanoon Kuprasert, Acting CEO, THAI Smile Airways said:

“We’re elated to be able to distribute our fares and offers through Sabre’s extensive global marketplace at this pivotal time for Thailand tourism. Now that Thailand has fully re-opened to the world’s tourists, the implementation of our distribution agreement with Sabre is perfectly timed to enable us to help strengthen Thailand’s position as a top tourist and business destination.”


A pivotal time for Thailand’s tourism industry

With Thailand’s borders fully open, the county’s tourism industry is bouncing back. However, it is not expected to reach pre-pandemic levels until 2024.

Pre-pandemic, Thailand was welcoming over 30 million people. Although the recovery is in process, one fundamental barrier is China’s zero-COVID policy. Pre-pandemic, Chinese tourists were essential to Thailand’s tourism industry. In 2019, of the 39.92 million foreign tourists that visited Thailand, over 25 per-cent were Chinese.

With no set plans for China to open its borders, Thailand will have to capitalise on other markets to fully recover its tourism industry.

THAI Smile’s deal with Sabre is set to enhance the airline’s global reach and provide travel agents with increased options to create optimal experiences for their clients. This new agreement may assist the airline in branching out and establishing connections with a shifted focus.


Article by Jess Brownlow